How do you make an email campaign more effective?
In spite of the increasing focus on social-media marketing, businesses all over the world continue to rely on emails for engaging with their customers, and it’s not without reason.
According to a report by The Radicati Group, in 2017, the total number of business and consumer emails sent and received per day will exceed 293 billion in 2019 and is forecasted to grow to over 347 billion by the end of 2023.
These massive numbers become even more relevant for marketers in light of a report by the Data & Marketing Association which tells us that on an average, for every $1 they spend on email marketing, they can expect a return of $51.
Email marketing achieves this great ROI because of the various advantages it offers over other means of marketing.
It satisfies the customer need for individual attention by its nature of one-to-one communication, offers a larger user database, and has stronger personalization capabilities.
However, despite marketers and business owners being aware of email marketing’s immense potential, they are seldom able to achieve tangible benefits from it.
A study conducted by Forrester Consulting in India found that 66% of the customers feel they receive too many email offers and promotions, with just 9% showing intent to sign up.
This is so even though 25% of the customers prefer email as a mode of marketing communication. Obviously, the campaigns are lacking somewhere in their planning and execution.
So let us discuss three ways that you can make sure your email marketing campaigns deliver the results they should:
People love personalization
The value of personalization in marketing cannot be overemphasized, and fortunately in today’s world the technology available to marketers has opened up various avenues to implement it.
Using data and technology to segment and identify customers helps you in sending them emails that communicate a message which is relevant for them at a time when they are most likely to act on it.
From customer retention to acquiring new customers, personalized emails achieve a better result than their generic counterparts for all your marketing goals.
You can use them to nudge your customers who have items pending for check-out in their shopping carts, and you can also use them to clearly point out the various advantages you offer over your closest competitors. The possibilities really are endless.
However, that said, your efforts toward personalization must go hand in hand with a healthy respect for your customers’ privacy: the Forrester study referred to above found that 63% of customers prefer brands that provide relevant content, but most of them do not want to share personal information to receive more relevant content.
In fact, around 59% of customers wonder how companies got their names and email addresses.
Content is, and will always be, the king
No matter how beautiful the envelope in which you send it, and how advanced the postal service may be, you can never afford to compromise on what you write in a letter if you want it to serve its purpose.
Yet, as difficult as it is to believe, a lot of businesses often overlook the most important part of an email marketing campaign, its actual content, in favor of investing their time and energy in its more gimmicky aspects.
Subject lines are the first instance of an email’s content. A crisp, witty, and impactful subject line grabs the reader’s attention and makes sure that the email does not go ignored and unread.
Personalization helps here too: according to Experian, subject lines featuring a first name have a 26% higher open rate.
Once the subject line has hooked the customer and got them to open the email, you need to make sure that your content is good enough to clearly convey your intended message.
The design aspect of your mailer also needs to ensure maximum readability and responsiveness for different devices on which a customer may be accessing their emails.
Use expertise for maximum effectiveness
Often businesses do not have access to state-of-the-art technology that can fully exploit the potential of email marketing campaigns.
Investing in technical solutions may also not be viable because of the experience required to use them effectively.
The best strategy, therefore, is to make use of industry leaders like Epsilon who have the necessary expertise and tools to execute email marketing campaigns, personalized and honed to perfection for achieving results.
Businesses of all sizes use this strategy successfully to get the best of both worlds.
For example, Yard House achieved a 32% YOY increase in click-through rate by getting Epsilon to create an email campaign serving live content with real-time data from 68 locations, resulting in strong engagement and customer reactivation.
So, keeping in mind these simple pointers, you can also start planning a strategically sound email marketing campaign that satisfies your desired business KPIs. And of course, the sooner you start, the more you stand to achieve.